![<?echo $_SERVER['SERVER_NAME'];?>](/template/twentyseventeen/skin/images/header.jpg)
The traditional style of packaging design is a big category in the whole package design. It has its own characteristics of design creativity.
I. The concept of "traditional"
"Traditional" mainly refers to the human traditional culture. Traditional culture is the fruit of civilization that has accumulated in various aspects such as production and life in the long historical period of mankind. It is also the crystallization of existing human wisdom. It is the inheritance and development of previous people’s knowledge and skills. basis.
Packaging design has different traditional cultures in different regions or countries. This has a close relationship with geographical, climate, and humanities. The traditional culture in the coastal areas and the traditional culture in the inland areas cannot be exactly the same, and there will be even greater differences. The traditional cultures of the East and West, the South and the North will also have a greater difference.
There will also be cultural differences between different eras. The new culture of packaging design that evolves or emerges on the basis of the predecessors of the past has become a new tradition over time. Take the evolution of the Chinese language as an example. Compared with hieroglyphs, Jin Wen and Shi Guwen were new words that were generated on the basis of inherited hieroglyphs. However, relative to Daxie and Xiao Biao, they were Has become a traditional text form. By analogy, Lishu and Shushu were also popular new writing forms in the Han and Tang dynasties. However, for modern times, they have also become part of traditional forms of writing. They are one of the main contents of traditional Chinese culture. . Another example is the costumes of various historical eras in China. The Tang and Song eras inherited many traditions in the costumes of the Han Dynasty and many new meanings of their own time; while the costumes of the Yuan and Qing dynasties included more of the Mongolian and Manchu costume traditions. The ingredients are quite different from other times.
Different nationalities or ethnic groups also have different traditional cultures. Packaging design is mainly due to the fact that productivity is very low in ancient and long historical periods. Different pedigrees and different human populations (tribes) have their own territories or spheres of influence. In order to compete for living space, they are not connected to each other. It is understood that they cannot be co-existence together (some inland hinterland in modern Africa and the Americas, some backward tribes in primitive forests still exist this phenomenon), and thus produce beliefs, religions, languages, cultures, living habits, etc. Larger differences have led to the formation of different traditional cultures. This can be seen from the different costumes of different nationalities in our country and the traditional culture of marriage and funerals.
In traditional cultures in different places or countries, different nationalities or ethnic groups, the packaging design changes with the change of geographical location and gradual change, with the increase of human intelligence due to IQ, mutual intercourse and better peaceful coexistence. It will inevitably produce mutual influence, mutual penetration, and mutual integration.
The most important point is that excellent traditional culture is the lifeline of a nation. China is an ancient civilized country with a history of 6,000 years. In that long history, the Chinese nation has accumulated excellent traditional cultural heritage that is both thick and broad, and profound, and is an inexhaustible cultural treasure for our descendants. We can only inherit and carry forward the excellent traditional culture of the Chinese nation, and at the same time, we must absorb the nutrition and essence of foreign culture so that we can stand on our own for the world's people.
Second, the concept of "traditional products"
"Traditional products" is also an important part of traditional culture. It mainly refers to local packaging design (such as Wuxi clay crafts, oil gluten and sauce ribs and other food; Suzhou pine nuts, brine sweat dried bean curd food, Suzhou embroidery, sandalwood fan arts and crafts; party flag hemp cake, radish Yixing's Zisha tea sets, Nanjing's salted ducks, ducks, etc.; Anhui's Xuan paper, ink, ink, etc.; Weifang kites in Shandong Province, etc.), ethnic characteristics (such as Muslim halal food, Tibetan waist knives, butter tea, etc.) Guangxi Xizhuang Hydrangea Ball Crafts; Guizhou Batik and Wood Masks Crafts, etc.), Times Features (with a long history such as Zhenjiang's vinegar, Danyang's sealed vat wine, Zhangzhou's Laojiao wine, Guizhou's Maotai, Lanling, and Dukang Wine, etc. Of course, local characteristics and times are generally closely linked. Products that are not available in other places, ethnic groups, or in different eras.
Therefore, the packaging of traditional products should fully reflect the characteristics of traditional products in various ways or methods, use packaging to more fully convey the information of the region, national and timely, and reflect the cultural connotation and artistic conception of packaging. Conversely, the packaging of traditional products will certainly reflect the traditional cultural information of the products and products, which reflects the traditional style.
Third, the creative ideas of traditional style packaging design
Industrial Design Since the era of Bauhaus, one of the most important results has been the combination of art and technology, designing “beauty†for the lives of the general public, that is, all the achievements of industrial design can be accepted and enjoyed by the general public. Therefore, researching the “vocabulary†of ideas that consumers can accept is one of the main tasks of the majority of our packaging designers. The so-called traditional style of packaging design creativity is to attract people with traditional cultural material with high cultural taste and high degree of aesthetic sense. After careful design, it is designed to convey product information to consumers and promote sales. The creative "vocabulary" of consumer services. The design of traditional packaging is not only the simple use of traditional forms, but more importantly, it reflects the broad spiritual outlook of the Chinese nation and the excellent culture of the self-supporting people in the nation. At the same time, it can also adapt well to the vast number of consumers in China. Thousands of years of inherited China's aesthetic thought and aesthetic consciousness.
Based on the above explanation, when we start to carry out the traditional style of packaging design, we should focus on the traditional product as a packaged object, fully tap the traditional cultural elements associated with it to carry out creative ideas. The traditional cultural elements mentioned here refer to the specific forms that make up traditional culture, such as traditional Chinese calligraphy (a variety of styles including calligraphy, cursive script, official script, regular script, etc.); packaging design Chinese painting (different styles of brushwork, freehand brushwork, ink paintings) New Year pictures (such as Tianjin Yangliu Youth Paintings, Suzhou Taohuawu New Year pictures, etc.); prints; sculptures (wood carvings, bamboo carvings, brick carvings, tile carvings, and jade carvings, etc.); paper-cut arts of different styles; lacquer paintings, lacquer paintings; batik, Tie-dye art; embroidery art and so on. We can generally consider the selection of traditional cultural elements from the following two aspects.
1. Consider the use of packaging materials, packaging modeling and structure.
The packaging materials are mainly made from nature's natural products, such as bamboo, wood, rattan, hemp, shells, gourds, coriander, reed leaves, tea leaves, etc., and are designed to produce packages with the concept of returning to nature and local characteristics. In the form and structure of packaging, we can draw lessons from the traditional construction, transportation, furniture, daily necessities, entertainment products, stationery, sporting goods, religion, and other articles that have artistic value and appreciation value, and are more in line with the objects to be packaged or Packaged objects have more closely linked feature features. The design should pay attention to the beauty, uniqueness, exquisiteness, scientific structure and firmness of the structure.
2. Package design considers form of decoration
Since ancient times, all kinds of traditional visual art forms have been related to Chinese calligraphy, Chinese painting, sculpture, paper cutting, embroidery and other arts and crafts such as drama, costumes, masks and props, weapons, architecture, furniture, and daily necessities. Patterns and colors of decorative patterns for textiles, textiles, and other items, as well as illustrations, books, printing, and binding formats for content scenes in classical texts, folk traditions, mythological stories, etc., as long as they are closely related to the contents of the packaging. Linkage, and the use of reasonable and appropriate, can be used as a way to reflect the traditional style.
Fourth, traditional style and present-day sense
The era in which we are today has entered the era of highly-developed microelectronics and high-capacity information technology. Many things and things that we thought were impossible in the past have become a reality in modern times, especially since China adopted a policy of reform and opening up to the outside world. Many advanced cultures and technologies in the world have been continuously introduced into China, and have gradually been used by China and China. The outstanding traditional cultures of the nation have been merged together and gradually formed the cultural status of the country in this new era. This is an inevitable result of history. The ideological consciousness for seeking new ideas and seeking beauty is shared by mankind, and it is thus possible to promote the continuous progress of society. Only in line with the pulse and rhythm of the times, innovation, traditional style packaging design will have infinite vitality and new artistic conception, in order to be accepted by contemporary people.
The traditional style of packaging and decoration design will reflect the current sense of the times, packaging design can generally be considered from the following aspects:
1. Consider the design and graphics design.
Different from the traditional compositional forms, such as balanced, scattered and interspersed styles with concentrated corners, splitting styles, dense contrasts, and inspirational moods, etc., with a modern style of composition, can be more clearly presented to consumers. To convey today's sense of the times.
2. Consider the layout of the design institute.
Use more modern text formatting, such as Qibian, Qi axis, oblique row, grass row, multi-row grass row, image, insert, step, gradient, cross-style layout , can reflect today's sense of the times.
3. Consider the design of the font
The text on the packaging can use modern fonts, such as New Songs, New Hessian, Comprehensive Body, Amber Body, New Wei Body, and various variant art characters designed by oneself. It can also use various fonts in foreign language or Pinyin. To reflect today’s modernity.
4. Consider the structure and shape of the package.
The structure of the packaging can adopt modern structures such as portable, sister, display, modular, rotary, easy-open, analog, heterogeneous, and POP-focused.
5 packaging design from the use of performance techniques to consider.
Such techniques as color or black-and-white photography using various performance techniques, high-tech computer production, and imitation of natural forms can easily reflect today’s modernity.
I. The concept of "traditional"
"Traditional" mainly refers to the human traditional culture. Traditional culture is the fruit of civilization that has accumulated in various aspects such as production and life in the long historical period of mankind. It is also the crystallization of existing human wisdom. It is the inheritance and development of previous people’s knowledge and skills. basis.
Packaging design has different traditional cultures in different regions or countries. This has a close relationship with geographical, climate, and humanities. The traditional culture in the coastal areas and the traditional culture in the inland areas cannot be exactly the same, and there will be even greater differences. The traditional cultures of the East and West, the South and the North will also have a greater difference.
There will also be cultural differences between different eras. The new culture of packaging design that evolves or emerges on the basis of the predecessors of the past has become a new tradition over time. Take the evolution of the Chinese language as an example. Compared with hieroglyphs, Jin Wen and Shi Guwen were new words that were generated on the basis of inherited hieroglyphs. However, relative to Daxie and Xiao Biao, they were Has become a traditional text form. By analogy, Lishu and Shushu were also popular new writing forms in the Han and Tang dynasties. However, for modern times, they have also become part of traditional forms of writing. They are one of the main contents of traditional Chinese culture. . Another example is the costumes of various historical eras in China. The Tang and Song eras inherited many traditions in the costumes of the Han Dynasty and many new meanings of their own time; while the costumes of the Yuan and Qing dynasties included more of the Mongolian and Manchu costume traditions. The ingredients are quite different from other times.
Different nationalities or ethnic groups also have different traditional cultures. Packaging design is mainly due to the fact that productivity is very low in ancient and long historical periods. Different pedigrees and different human populations (tribes) have their own territories or spheres of influence. In order to compete for living space, they are not connected to each other. It is understood that they cannot be co-existence together (some inland hinterland in modern Africa and the Americas, some backward tribes in primitive forests still exist this phenomenon), and thus produce beliefs, religions, languages, cultures, living habits, etc. Larger differences have led to the formation of different traditional cultures. This can be seen from the different costumes of different nationalities in our country and the traditional culture of marriage and funerals.
In traditional cultures in different places or countries, different nationalities or ethnic groups, the packaging design changes with the change of geographical location and gradual change, with the increase of human intelligence due to IQ, mutual intercourse and better peaceful coexistence. It will inevitably produce mutual influence, mutual penetration, and mutual integration.
The most important point is that excellent traditional culture is the lifeline of a nation. China is an ancient civilized country with a history of 6,000 years. In that long history, the Chinese nation has accumulated excellent traditional cultural heritage that is both thick and broad, and profound, and is an inexhaustible cultural treasure for our descendants. We can only inherit and carry forward the excellent traditional culture of the Chinese nation, and at the same time, we must absorb the nutrition and essence of foreign culture so that we can stand on our own for the world's people.
Second, the concept of "traditional products"
"Traditional products" is also an important part of traditional culture. It mainly refers to local packaging design (such as Wuxi clay crafts, oil gluten and sauce ribs and other food; Suzhou pine nuts, brine sweat dried bean curd food, Suzhou embroidery, sandalwood fan arts and crafts; party flag hemp cake, radish Yixing's Zisha tea sets, Nanjing's salted ducks, ducks, etc.; Anhui's Xuan paper, ink, ink, etc.; Weifang kites in Shandong Province, etc.), ethnic characteristics (such as Muslim halal food, Tibetan waist knives, butter tea, etc.) Guangxi Xizhuang Hydrangea Ball Crafts; Guizhou Batik and Wood Masks Crafts, etc.), Times Features (with a long history such as Zhenjiang's vinegar, Danyang's sealed vat wine, Zhangzhou's Laojiao wine, Guizhou's Maotai, Lanling, and Dukang Wine, etc. Of course, local characteristics and times are generally closely linked. Products that are not available in other places, ethnic groups, or in different eras.
Therefore, the packaging of traditional products should fully reflect the characteristics of traditional products in various ways or methods, use packaging to more fully convey the information of the region, national and timely, and reflect the cultural connotation and artistic conception of packaging. Conversely, the packaging of traditional products will certainly reflect the traditional cultural information of the products and products, which reflects the traditional style.
Third, the creative ideas of traditional style packaging design
Industrial Design Since the era of Bauhaus, one of the most important results has been the combination of art and technology, designing “beauty†for the lives of the general public, that is, all the achievements of industrial design can be accepted and enjoyed by the general public. Therefore, researching the “vocabulary†of ideas that consumers can accept is one of the main tasks of the majority of our packaging designers. The so-called traditional style of packaging design creativity is to attract people with traditional cultural material with high cultural taste and high degree of aesthetic sense. After careful design, it is designed to convey product information to consumers and promote sales. The creative "vocabulary" of consumer services. The design of traditional packaging is not only the simple use of traditional forms, but more importantly, it reflects the broad spiritual outlook of the Chinese nation and the excellent culture of the self-supporting people in the nation. At the same time, it can also adapt well to the vast number of consumers in China. Thousands of years of inherited China's aesthetic thought and aesthetic consciousness.
Based on the above explanation, when we start to carry out the traditional style of packaging design, we should focus on the traditional product as a packaged object, fully tap the traditional cultural elements associated with it to carry out creative ideas. The traditional cultural elements mentioned here refer to the specific forms that make up traditional culture, such as traditional Chinese calligraphy (a variety of styles including calligraphy, cursive script, official script, regular script, etc.); packaging design Chinese painting (different styles of brushwork, freehand brushwork, ink paintings) New Year pictures (such as Tianjin Yangliu Youth Paintings, Suzhou Taohuawu New Year pictures, etc.); prints; sculptures (wood carvings, bamboo carvings, brick carvings, tile carvings, and jade carvings, etc.); paper-cut arts of different styles; lacquer paintings, lacquer paintings; batik, Tie-dye art; embroidery art and so on. We can generally consider the selection of traditional cultural elements from the following two aspects.
1. Consider the use of packaging materials, packaging modeling and structure.
The packaging materials are mainly made from nature's natural products, such as bamboo, wood, rattan, hemp, shells, gourds, coriander, reed leaves, tea leaves, etc., and are designed to produce packages with the concept of returning to nature and local characteristics. In the form and structure of packaging, we can draw lessons from the traditional construction, transportation, furniture, daily necessities, entertainment products, stationery, sporting goods, religion, and other articles that have artistic value and appreciation value, and are more in line with the objects to be packaged or Packaged objects have more closely linked feature features. The design should pay attention to the beauty, uniqueness, exquisiteness, scientific structure and firmness of the structure.
2. Package design considers form of decoration
Since ancient times, all kinds of traditional visual art forms have been related to Chinese calligraphy, Chinese painting, sculpture, paper cutting, embroidery and other arts and crafts such as drama, costumes, masks and props, weapons, architecture, furniture, and daily necessities. Patterns and colors of decorative patterns for textiles, textiles, and other items, as well as illustrations, books, printing, and binding formats for content scenes in classical texts, folk traditions, mythological stories, etc., as long as they are closely related to the contents of the packaging. Linkage, and the use of reasonable and appropriate, can be used as a way to reflect the traditional style.
Fourth, traditional style and present-day sense
The era in which we are today has entered the era of highly-developed microelectronics and high-capacity information technology. Many things and things that we thought were impossible in the past have become a reality in modern times, especially since China adopted a policy of reform and opening up to the outside world. Many advanced cultures and technologies in the world have been continuously introduced into China, and have gradually been used by China and China. The outstanding traditional cultures of the nation have been merged together and gradually formed the cultural status of the country in this new era. This is an inevitable result of history. The ideological consciousness for seeking new ideas and seeking beauty is shared by mankind, and it is thus possible to promote the continuous progress of society. Only in line with the pulse and rhythm of the times, innovation, traditional style packaging design will have infinite vitality and new artistic conception, in order to be accepted by contemporary people.
The traditional style of packaging and decoration design will reflect the current sense of the times, packaging design can generally be considered from the following aspects:
1. Consider the design and graphics design.
Different from the traditional compositional forms, such as balanced, scattered and interspersed styles with concentrated corners, splitting styles, dense contrasts, and inspirational moods, etc., with a modern style of composition, can be more clearly presented to consumers. To convey today's sense of the times.
2. Consider the layout of the design institute.
Use more modern text formatting, such as Qibian, Qi axis, oblique row, grass row, multi-row grass row, image, insert, step, gradient, cross-style layout , can reflect today's sense of the times.
3. Consider the design of the font
The text on the packaging can use modern fonts, such as New Songs, New Hessian, Comprehensive Body, Amber Body, New Wei Body, and various variant art characters designed by oneself. It can also use various fonts in foreign language or Pinyin. To reflect today’s modernity.
4. Consider the structure and shape of the package.
The structure of the packaging can adopt modern structures such as portable, sister, display, modular, rotary, easy-open, analog, heterogeneous, and POP-focused.
5 packaging design from the use of performance techniques to consider.
Such techniques as color or black-and-white photography using various performance techniques, high-tech computer production, and imitation of natural forms can easily reflect today’s modernity.